Brand Reputation

Brand Identity

The way we refer to ourselves must be consistent. Whether writing or speaking about the organization, we must follow these basic conventions so that the press and media are never to confuse us with another entity, and our reputation is maintained.

BRAND LANGUAGE

Below is an example from the About section on our professional Linkedin company page:

Feed the Future Innovation Lab for Horticulture, also known as the Horticulture Innovation Lab, is funded by the United States Agency for International Development (USAID), as part of the U.S. Presidential Feed the Future global hunger and food security initiative program, based at the University of California, Davis.

The Horticulture Innovation Lab’s global research network partners with and promotes local leadership to advance horticulture and social innovations, empowering small-scale producers to earn more income while better nourishing their communities.

Our work is locally led, with four Regional Hubs spread across three continents, bringing together key stakeholders for horticultural development activities in the focus-regions of East and West Africa, Central America and South Asia.

The four Regional Hub management teams are based at universities and educational institutions, including International Centre for Evaluation and Development in Nairobi; University of Ghana in Accra; the Panamerican Agricultural School, Zamorano, in Tegucigalpa; and FORWARD Nepal in Kathmandu.

Regional Hubs conduct research, build networks, and serve as contacts for local organizations and USAID Missions, responsible for in-country management of projects and Principal Investigator (PI) support.

This content is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of the Feed the Future Innovation Lab for Horticulture and do not necessarily reflect the views of USAID or the United States Government.

Here is some additional program language:

The Feed the Future Innovation Lab for Horticulture – also known as the Horticulture Innovation Lab – is one of 20 Feed the Future Innovation Labs that leverages U.S. university research to advance agricultural science to reduce global hunger and poverty.

BRANDING YOURSELF

Generally speaking, you are a Regional Hub Manager for the Feed the Future Innovation Lab for Horticulture, based at your organization within a USAID focus-region. There are many ways to properly refer to oneself, here are a few examples of how that translates:

Electronic introduction
Hi, my name is Krishna Sapkota, South Asia Regional Hub Manager for the Feed the Future Innovation Lab for Horticulture, based at FORWARD Nepal.
On air / television
I am Dr. Penina Yumbya, Feed the Future Innovation Lab for Horticulture, East Africa Regional Hub Manager, based at the International Centre for Evaluation and Development in Nariobi, Kenya.

OR

This is Patricia Arce, from the Feed the Future Innovation Lab for Horticulture (also known as the Horticulture Innovation Lab). I am a Central America Regional Hub Manger for the Horticulture Innovation Lab based at Zamorano University...
As a name title
Freda Asem, PhD
Feed the Future Innovation Lab for Horticulture, West Africa Regional Hub Manager
based at University of Ghana

OR

Julio López Montes
Central America Regional Hub Manager
Feed the Future Innovation Lab for Horticulture
As a social post

As the Central America Regional Hub Manager for the Feed the Future Innovation Lab for Horticulture (also known as the Horticulture Innovation Lab), I am so thrilled to share...

OR

So pleased to announce the launch of the Feed the Future Innovation Lab for Horticulture, West Africa Regional Hub research initiative titled, "Strengthening the horticulture sector in Guinea Bissau," led by Principal Investigator Dr. Naalamle Amissah...

OR

Mark your calendars! Principal Investigators, Drs. Ram Khadkha and Ranjana Rawal, are hosting a workshop, on [date and time], as part of their Feed the Future Innovation Lab for Horticulture-supported research initiative [provide link to project] to promote...

DO | DON'T

Introduce with the full formal name: "Feed the Future Innovation Lab for Horticulture, also known as the Horticulture Innovation Lab"
Thereafter, you may refer to it as the short-form: "Horticulture Innovation Lab"

DON'T

Transpose words or make up a new identity!

Examples of CORRECT and INCORRECT below:

Feed the Future Innovation Lab for Horticulture - CORRECT!
Feed the Future Innovation Lab for Horticulture, West Africa Regional Hub - CORRECT!
Feed the Future Innovation Lab for Horticulture, also known as the Horticulture Innovation Lab - CORRECT!

Feed the Future Horticulture Innovation Lab - INCORRECT
Feed the Future Horticulture Regional Hub - INCORRECT
Feed the Future Horticulture Innovation Hub - INCORRECT
Feed the Future Regional Hub for Horticulture - INCORRECT
Feed the Future Innovation Hub for Horticulture - INCORRECT
Feed the Future Hub for Horticulture Innovation - INCORRECT
Horticulture Innovation for Feeding the Future - INCORRECT
Horticulture Innovation Lab by Feed the Future - INCORRECT

DISCLAIMERS

Below is the general formula that must be included in all materials - with the exception of a few materials, such as social posts, ads too small to fit, etc.

“This [specify: video, webinar, event, etc.] is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of the Feed the Future Innovation Lab for Horticulture, [East or West Africa/Central America/South Asia Regional Hub] [project full name] and do not necessarily reflect the views of USAID or the United States Government."

Example for general:
This research is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of the Feed the Future Innovation Lab for Horticulture and do not necessarily reflect the views of USAID or the United States Government.
Example for Regional Hub:
This research is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of the Feed the Future Innovation Lab for Horticulture, East Africa Regional Hub, and do not necessarily reflect the views of USAID or the United States Government.
Example for project:
This research is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of the Feed the Future Innovation Lab for Horticulture, Central America Regional Hub research initiative titled, "Promoting technology for horticulture production as adaptation to climate change in Guatemala," and do not necessarily reflect the views of USAID or the United States Government.

Whenever unsure, just ask horticulture@ucdavis.edu.

ADMINISTRATIVE ITEMS

Business cards, letterheads and email-signatures are not allowed to bear Feed the Future or USAID logos. Therefore, the UC Davis logo, being the management entity host-institution, will come first, followed by the Regional Hub organization logo.

Same rules apply for logo placement: order reading from left to right, leave proper and even spacing between each logo, all logos must all be same height (no logo larger than the other).

Emails

For those who have a @ucdavis.edu email, please adhere to the following format:

FULL NAME IN ARIAL BOLD CAPS
Your Role, [Your Region] Regional Hub based at [Your Organization]
Feed the Future Innovation Lab for Horticulture
Department of Plant Sciences | University of California, Davis
horticulture.ucdavis.edu | X | Linkedin | Facebook | Instagram | Youtube | Flickr
your phone number | youremail@ucdavis.edu

Example:

Need assistance? Email horticulture@ucdavis.edu.